Creativity

Your Instagram World Is a Hoax, Says This Gorgeous, Artsy Airline Ad

Russia's S7 Airlines Encourages You to Book a Journey for Real

By Alexandra Jardine. Published on Nov 13, 2017

Editor's Pick

Russian airline S7 is urging people to travel the world for real, rather via social media, in its latest campaign.

A beautiful, abstract film, directed by Salomon Ligthelm via Stink, reads like a comment on society's digital obsessions and addiction. A voiceover recounts how the world has now become a place where you "like places you've never been to, follow people you've never met." Throughout, we see images of beautiful places and things become distorted through static, Instagram-style hearts, filters and Snapchat-style gimmicks. A man reaches out to touch a monkey in the rainforest, only it's virtual reality.

The spot takes a turn and the V.O. reminds you that the "world is bigger than the palm of your hand" and it's there to explore for real. All the gorgeous images then become "tangible," no longer interrupted by all those likes and filters.

Accompanying print ads will carry the same theme. The print showcases photos of popular destinations while the headlines contradict the obvious locations. For example, in one ad, the caption "this_is_not_moscow_yet.jpeg" is superimposed over one of the most famous landmarks in Russia's capital, while "this_is_not_berlin_yet.jpeg" displays a photo of the Brandenburg Gate.

S7 is also doing more than simply encouraging you to visit places in real life: it's also providing an incentive. It's launching a web app, also created by Stink, where you can upload photos of destinations you want to visit, and it will create you a visual of "ticket" to your chosen place. Share it online and you get a discount code on purchasing tickets.

Overall, the ad's artsy touches offers a fresh take on Millennial-targeted advertising. While its "embrace life" mantra and familiar images of attractive young people clearly show who S7 is targeting, the out-of-the-box creative touches make it riveting to watch.

The campaign is by Russian agency Stereotactic, and is running online and on Russian TV.

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About

Credits

Date
Nov 13, 2017
Agency:
Stereotactic
Client:
S7 Airlines
Head of Creative:
Konstantin Belyakov
Head of Production:
Alexey Krasnov
Marketing Director:
Eleonora Romanova
Marketing Communications Director:
Natalya Kozlova
Creative Director:
Gatis Murnieks
Creative Group Head:
Gabriel Mihailescu
Senior Copywriter:
Iulia Soare
Executive Producer:
Pavel Karykhakin
Executive Producer:
Sergey Yakhntov
Senior Producer:
Anna Tafrova
Account Director:
Anna Zemskova
Digital Producer:
Ivan Andreev
Digital Copywriter:
Mikhail Khan
Digital Copywriter:
Alexander Boyko
Production Company:
Stink
Director:
Salomon Ligthelm
Director of Photography:
Stuart Winecoff
Executive Producer:
Blake Powell
Head of Production:
Andrew Levene
Producer:
Annabel Ridley
Production Manager:
Lucy Banks
Soundtrack Composer:
Human
Soundtrack Composer:
Sloan Alexander
Soundtrack Composer:
Gareth Williams
Sound Mixer:
Human
Sound Mixer:
Sloan Alexander
Audio Post-Production:
Human
Audio Post-Production:
Craig Caniglia
Digital Production:
Stink Studios
Service Productions:
Passion Pictures
Service Productions:
Radioaktive Film
Editor:
Rock Paper Scissors
Editor:
Jamie Foord
Edit Producer:
Lisa Barnable
Edit Producer:
Taylor Colbert
Editor:
Roman Geygert
VFX:
Blacksmith
Lead VFX:
Iwan Zwarts
Post Producer:
Charlotte Arnold
Post Producer:
Megan Sweet
Post Producer:
Alexa Mauro
Grading:
Company 3
Colorist:
Tom Poole
Color Producer:
Alexandra Lubrano
SFX:
Human
Producer:
Craig Caniglia
Music:
Human
Soundtrack Composer & Sound Mixer:
Gareth Williams
Soundtrack Composer & Sound Mixer:
Sloan Alexander
Media Agency:
OMD Easy Media
Media Planner:
Irina Nekrasova

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